Betterment 2.0

January 12, 2021

2020 has been a tumultuous year. When COVID-19 hit without much warning, many people’s lives and routines were disrupted. For some, that meant finding a new way to juggle work, family and household obligations in a confined space. For others it meant having to choose between life and livelihood.

Adding to the pandemic stress, was a series of events that led to a national reckoning with racial inequity as well as a highly contentious election year.

Navigating these unknowns had a massive emotional and physical impact on people’s health and wellness, often changing how they viewed their personal definition and practices around betterment, as well as what betterment meant – or could mean – to the greater community.

Horizon Media set out to uncover the true impact of these issues to inform brands of opportunities to be of greater service to people betterment in this new reality. We sought to answer questions such as:

  • How are people approaching betterment in the present times?
  • How has this changed since before the pandemic?
  • What emotions are people feeling more or less of?
  • What behaviors are people doing more or less of?
  • what values and attitudes are emerging?

Click ‘Download PDF’ below to access the full report.

Other Popular Stories

New Normal Newsletter: Election 2020

Pulse Check on feelings, reactions, and emotional states, plus deep dive into the 2020 presidential election.

The Tailored Treatment

People turn to hyper-personalized fixes in pet care, home appliances and furnishings.

New Normal Newsflash: March 2021

Helping brands keep a monthly pulse on how people are feeling and engaging in the time of COVID-19, social injustice, and political and economic turmoil.